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Managing Customer Expectation for Passenger Service at Airport

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Managing Customer Expectation for Passenger Service at Airport YE201503 Managing Customer Expectation For Passenger Service at Airport Managing Customer Expectation for Passenger Service at Airport Ruzliana Fazila Kamarudin Human Resource Services Malaysia Airports Holdings Berhad 1 | P a g e YE201503 Managing Customer Expectation For Passenger Service at Airport Contents Abstract ........................................................................................................................................................................ 3 1. Introduction .......................................................................................................................................................... 3 2. Customer Expectation vs Customer Satisfaction .................................................................................................. 3 3. Passenger segmentation ...................................................................................................................................... 4 4. Evolving passengers expectation .......................................................................................................................... 5 5. Performance measurement on customer satisfaction ......................................................................................... 5 5.1. Linking to Business Objectives ...................................................................................................................... 5 5.2. Key Performance Indicators ......................................................................................................................... 6 5.3. Customer Service Benchmarking Programme .............................................................................................. 6 5.3.1 Airport Service Quality (ASQ) Survey .................................................................................................... 6 5.3.2 SKYTRAX ................................................................................................................................................ 6 5.3.3 J.D. Power Travel Ratings ..................................................................................................................... 7 6 Key focus areas in managing passenger expectation ........................................................................................... 7 6.1 Passenger processing .................................................................................................................................... 7 6.1.1 Improving operational efficiency by innovations .................................................................................. 7 6.1.2 Ease of journey through airport ............................................................................................................ 9 6.2 Safety & Security .......................................................................................................................................... 9 6.3 Airport Ambience ....................................................................................................................................... 10 6.3.1 Availability of facilities and services ................................................................................................... 10 6.3.2 Environment ........................................................................................................................................ 10 6.3.3 Retail and F&B Offerings .................................................................................................................... 11 6.4 Airport Staff Courtesy ................................................................................................................................. 11 6.5 Customer Feedback Management ............................................................................................................. 13 7 Recommendations .............................................................................................................................................. 13 7.1 Customer Value Proposition ....................................................................................................................... 13 7.2 Airport branding ......................................................................................................................................... 14 7.3 Integrated Smartphone Apps ..................................................................................................................... 14 7.4 Creating Seamless Journey by adapting the SMART Airports Model ......................................................... 15 7.5 Providing World Class Ambience ................................................................................................................ 16 7.5.1 Addressing passengers with special needs ......................................................................................... 16 8 Conclusion .......................................................................................................................................................... 17 References .................................................................................................................................................................. 17 2 | P a g e YE201503 Managing Customer Expectation For Passenger Service at Airport Abstract The purpose of this paper is to further discuss the conceptual model of managing customer expectation of the airport experience from the passengers’ perspective. Managing customer expectation is crucial to the airport business where the correlation between customer satisfaction and profitability has been widely accepted. The understanding of customer expectation becomes very important for airport management to further explore the airport service quality that will differentiate the success of airport business. This research paper will be focusing on passenger – the end users of airports facilities and services together with relevant examples that will further illustrate the concept of managing customer expectation together with example of how it makes the difference for the success of an airport business. 1. Introduction In the last decade, with the increasing competitive environment, airports worldwide have come a long way since the years of providing only airport operations services to a complex and diversified businesses. The rapid changes in airport business model – from an industry that was entirely owned and operated by the government to privatization and emerges of low-cost carriers will give significant impact on airport operations and customer service management. Re-architecting the passenger experience requires discipline, investment, and a deeper understanding of passengers, in terms of demographics, behaviours, attitudes, and needs. This will create a significant opportunity for revenue, growth, and competitive positioning. The main reason many airports are focusing more in entertaining the customer mainly because according to a study done by J.D. Power and Associates, "Happy passengers are super spenders" which acknowledge that when passengers reported the highest levels of satisfaction with an airport, their retail spending will increase by 45%. This will be a great impact to the airports business as many of the airports worldwide have shifted their focus more towards the non-aeronautical revenues. Since then, airports have made a lot of investment on various customer service initiatives and developing plans to improve efficiency and to increase revenues from concessions and other airport services. In this research, the concept of managing customer expectation on passenger service quality of Kuala Lumpur International Airport (KLIA) is explored by examining a number of factors that simultaneously influence passengers’ satisfaction. KLIA is managed by Malaysia Airports, an airport management company that was established in 1992 to focus on the operations, management and maintenance of 5 international airports, 16 domestic airports, and 18 short take-off and landing ports (STOLports) in Malaysia. In 2013, Malaysia Airports recorded an all-time high of 79.6 million passengers passing through Malaysia Airports 39 airports in Malaysia. 2. Customer Expectation vs Customer Satisfaction Customer expectations are the totality of those needs and preferences, both tangible and intangible, which customer brings to bear on the supplier of goods and services (Denham, 1998). Joseph C. Andraski the President and CEO of Voluntary Inter Industry Commerce Solutions (VICS) Association stated that customer expectations are the needs, wants, and preconceived ideas of a customer about a product or service. It can influence a customer's perception of the product or service and can be created by previous experience, advertising, hearsay, awareness of competitors, and brand image. Customer satisfaction defines as an emotional state, their post-purchase reactions can involve anger, dissatisfaction, irritation, neutrality, pleasure, or delight (Lovelock &.Wright, 1999). As shown below, if customer’s perception is better than expected, satisfaction level will be at the highest level but if the service experience is less than the expected standard, the customers will dissatisfy with the lowest satisfaction level. Source: Customer Relationship Management – The Bottom Line to Optimizing Your ROI (1996) How the airport management perceive their performance may differ from how the customers perceive it. If customers view the airports as unresponsive, then they are unresponsive
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